SeaBreeze: 3.5 years and 11,800+ leads in 2025 — optimisation for lead quality through CRM
In real estate the main pain is not 'too few leads' but the high share of non-target ones: every such lead eats up an hour of an agent's time that could have gone to calling a real buyer. Over 3.5 years with SeaBreeze: we lifted performance +53% at the start → scaled → and now we regularly optimise for lead quality based on CRM data, which in 2025 produced 11,800+ leads at ~$3.5 per lead.
Get a consultationLead quality matters more than its price
Selling an apartment through advertising is one of the hardest tasks in performance marketing: the ticket is huge, the decision takes months and is rarely made alone. SeaBreeze had advertising, but it kept hitting two walls typical of real estate. First: a significant portion of leads turned out to be non-target — with no real intent to buy — and every such contact ate up an hour of an agent's work that you can't get back. Second: it was opaque which exact creative and channel brought real buyers and which only generated a non-target flow. Without this data you cannot deliberately switch off the weak and scale the strong.
In real estate the cost of a non-target lead is twofold: it is not only the ad money spent, but also the sales team hours spent on the wrong client — and in that time a real buyer drives over to the neighbouring developer and buys from them.
Not more leads at any cost, but quality
Not more leads at any cost, but lead quality — the ones that actually reach a deal. With transparent measurement, so that every decision on budget and creative is made on data, not on 'we think it works'.
What we did and why
A funnel in tracking — without it, bottlenecks stay invisible
Pixel + GA4 with a step-by-step funnel: entry → apartment views → form submission. This exposed the points where people dropped off and which were previously completely invisible. In real estate, where a lead is expensive, you cannot optimise what you do not measure.
A message tailored to the buyer profile, not one creative for everyone
An investor, someone relocating, someone buying a second home — each has their own motive, their own fears and their own decision trigger. A universal 'buy an apartment by the sea' hits none of them. Each profile gets its own message.
Non-standard retargeting built for a long deal cycle
Basic segmentation by age/interests is only the entry point. The breakthrough came from non-standard retargeting tailored to real estate: someone who already viewed apartments a week ago returns to the funnel with a different message than someone who viewed them yesterday. This is what lifted conversion — not reaching new audiences, but working correctly with those who had already come in.
Optimisation for form submission — here we lifted the result +53%
Once the funnel in tracking was working, we shifted the campaigns to optimisation for form submission — the advertising started looking not for clicks but for people ready to leave their contact. This is what gave the first quality leap: +53% to advertising performance, +13% to conversion, a lead at ≈$3.5. That was enough to scale.
The key evolution: optimising for lead QUALITY, not its price
When you scale advertising, the share of non-target leads naturally grows: the algorithm optimises for the goal 'left a contact', not 'bought an apartment'. A cheap non-target lead is useless — it eats up agent hours and lowers the sales team's motivation. Every lead is tagged in the CRM by quality — real buyer / in progress / could not reach / non-target. We regularly run an analysis: which UTM Content / which creative delivers a high % of quality leads, and which only generates non-target ones. Budget flows into the combinations that bring buyers; the weak ones are switched off without regret. This is not 'set it and forget it' — it is a closed-loop: advertising → CRM → regular analysis → decision. This is exactly why 11,800+ leads in 2025 is not 'a lot', it is 'a lot while preserving quality'. Volume without quality control would have killed the sales team long ago.
In real estate the cost of a mistake is not budget, it is a lost deal
Every hour an agent spends on a non-target lead is an hour in which a real buyer drives over to the neighbouring developer and bought from them. In real estate, lead quality is not a 'nice bonus', it is an operational necessity. Without a CRM loop, advertising inevitably slides into chasing the cheap lead — and loads the sales team with a non-target flow.
The numbers for the period
In real estate, whoever optimises only for lead price inevitably overloads the sales team with a non-target flow. A cheap lead that will not buy an apartment is more expensive than an expensive one that will. That is why we put the CRM into the optimisation funnel: the advertising learns not from 'clicked' but from 'reached a deal'.
Do you have a long deal cycle and an expensive lead — real estate, premium services, B2B?
Where the price of a lead matters less than its quality, we build closed-loop optimisation: advertising → CRM → regular data-driven decisions. Leave your name and number — we will review your funnel for free.